THE POLEMIC RELATIONSHIP BETWEEN THE CONCEPTS OF SOLIDARITY AND COMPETITIVENESS IN THE DISCURSIVE PRACTICE ABOUT THE CORPORATE SOCIAL RESPONSIBILITY

Abstract

This article investigates the polemic relationships (MAINGUENEAU, 1997, 2008) which constitute the discourse of corporate social responsibility and which are reproduced in the pedagogical discursive practice that is led by the manuals "Corporate Social Responsibility for Micro and Small Enterprises - Step by Step" and “Ethos Indicators - Sebrae of Corporate Social Responsibility for Micro and Small Enterprises”. These manuals were elaborated by Sebrae - Brazilian Service of Support for Micro and Small Enterprises and by Ethos Institute of Business and Social Responsibility with the purpose of guiding micro and small entrepreneurs to align their management approach to the context of social responsibility. This study starts from the hypothesis that the intertwining of conflicting discursive formations in this discursive space” becomes effective by constructing a simulacrum of the notion of solidarity, which happens to serve the discourse of competitiveness among companies. This study understands that the discourse of social responsibility produces an enunciative scene of social equity, of ethics in labor relations, of transparency in corporate management, of a dialogical attitude among the subjects that divide the workspace, which, however, this discourse presents itself as a mechanism of resignation of the subject which are outside of the corporate discursive community for that the conditions of production and profitability of  the corporations are not endangered.